A Closer Look Kitchen To Go Branding For Fresh & Easy

A few weeks ago we ran a story on Tesco’s US grocery chain Fresh & Easy Neighborhood Market has introduction of the Kitchen TO GO Private Brand this story takes a closer look at the new line. The new branding was created by the international design consultancy P&W have and was implemented on their Private Brand packaging, advertising and point of sale materials.

The range was created to deliver a new take on take out, 150+ fully prepared and ready to heat -meals inspired from cuisines around the world. The name ‘kitchen to go’ was created to encompass all products, each cuisine was then split into sub brands- Mexican TO GO, Italian TO GO, American TO GO and Asian TO GO.  Each cuisine was designated a color and logo, so when merchandised the fixture easier to navigate for customers. To mimic a restaurant experience the range is split into eating occasions- meal bowls, appetizers, sides, entrees and family entrees are called out on the front of each pack.

Photographic styles brought each cuisine to life, Mexican was street food style with props and serving suggestions in keeping with an on-the-go lifestyle. Bright and colorful surfaces and take out style packaging were used to give the feeling of a fast paced environment. Italian was sleek and sophisticated with marble surfaces and clean contemporary cool colors, similar to al fresco dining you would experience in Italy. American was rustic and comforting, with warm wooden surfaces and clean white washed wood giving the feeling of outdoor grilling. Asian was colorful with ethnic inspiration, filled with interesting textures and bold colored cloths.

“We are incredibly proud of this range, a difficult brief was delivered in record time with pleasing results. The environment the food photography creates for the packaging creates truly inspires you to explore the flavors of these chef created recipes. “



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.